GMB - Since when does Rivalo operate with its version for Brazil? How would you describe the Brazilian gambler and what do you think they value the most about the brand?
Neill Simpson - Rivalo has had a presence in Brazil for over 7 years. The Brazilian gambler is passionate and looking for excitement whilst becoming used to different bet types and markets.
Why did you choose Cafu as the image of Rivalo in Brazil? What do you look for when you think of a brand ambassador?
When choosing an ambassador there are several different things to consider. Whilst getting short term ‘awareness’ is obviously a factor, its important not to alienate anyone long term with your choice of association. Branding is a long-term activity and building loyalty does not happen overnight. The values and hard work that Cafu represents and that have earned him great success over the years, we share here at Rivalo. Not everyone can say they have the most capped Brazilian footballer of all time and two times World Cup winner as their Brand Ambassador. I am sure we will have some very rich content to reflect the partnership over the next 18 months.
Cafu and Rivalo have started their partnership with a very aggressive brand action of R$ 100,000 in prizes and 142 autographed shirts. Have you already seen in the success of this promotion the relevance of Cafu for your public?
Its a little early to look at wider results but the initial signs are that the partnership is being well received. This type of activity serves two purposes for both acquisition and retention. It is important that you look after your players and build brand loyalty over time and these types of initiatives build that. After all it costs twice as much to bring that same player back to you further down the line.
What other actions can we expect from Rivalo in Brazil in the short term? Other ambassadors? Club or tournament sponsorships?
We have a few activities that will be kicking off soon but unlikely we will have any additional long-term ambassadors in Brazil. Everything has a value so I would not rule out further activities but for now we have a few things in the pipeline.
What is your expectation of the regulation of sports betting in Brazil? Is it Rivalo's idea to be able to access a license when the tender is launched on the market?
I think it is the topic in the back of everyone’s mind. At the end of the day there is nothing that we can do to influence any of the decision making, so we are just focusing on making our best way and will then evaluate our position once details have been announced.
What results are you obtaining in the Colombian market with a licensed operation?
After more than 20 years in this business and knowing that, fundamentally the product offerings are all the same, on the flip side all countries offer completely different challenges. Whether it be player behavior, regulatory landscape, marketing conditions or something else you have to adapt your business to the consumer in the best way possible. The Colombian market is complex but presents opportunities in many ways and ultimately Rivalo would want to be a licensed business in whichever jurisdiction it operates.
Does the firm have new expansion plans in Latin America? How do you see the region?
There are some markets in Latin America that we are keeping a close eye on. Obviously the last 18 months have been difficult for everyone, and Latin America has been one of the worst affected but this industry is often one of the most durable. I think the overall landscape still has great scope for expansion and Online Gambling itself is still in relative infancy.
Are Copa America and Euros 2020 key events to reverse last year's losses?
Sportsbooks had a tough time last year and those who did not have a suitable Casino operation in place would have suffered. These events are great in general but you have to be careful when competing during these key times. Marketing is expensive and often players have already chosen their brands long before the actual events start. So, for us it is about looking beyond these and building a consistent consumer base in the lead up to the World Cup in 2022, if it goes ahead obviously.
How have you endured the pandemic and how much did it affect or modify the online gambling business?
I think the biggest factor is being respectful during these periods. Players will gamble regardless but excessive encouragement during these periods I do not think is prudent and will definitely be detrimental in the long run. I think it woke a few Online Operators up and made them think about how agile they really are and how to react in adverse situations. Strategies changed quickly and it was a challenging period, but I think this is really where organizations that had good people and processes in place, benefited the most.
Source: Exclusive GMB
